Question

Topic: Research/Metrics

From The Hood To The Top.... Gas Station Project

Posted by Anonymous on 2/14/2009 at 10:49 AM ET 25 Points
Hi, I am working on a project for a gas station.
Facts:
The station is located in a small town, clientele is more to the low income segment, traffic is about 500 costumers a day. The station has had a terrible reputation, because lack of management. New owners came in and did lots of cahnges that have been noticed by costumers. Now, theere is another gas station right across the street, that offers basicly the same services but still has much more traffice that ours.
I am developing a survey campaign (5 in total in a weekly basis) with option to win a Starbucks gift card to understand a little better how our clients think and specially to take some traffic from next door.
Here are my initial questions for the first survey. Comments and suggestions are very welcome and appreciatted! Thanks! Starts with requesting basic info and permission for promoting, then:
Is this your first time visiting our gas station?
Yes, No If not,
How often do you come to our gas station?
Every day, Every week, Once in a while,
What do you think would make us serve you better?
What products and/or services would you like us to have?
Can you name 2 reasons why we could make you come here all the time, instead of going next door?
Did you know that if we do not carry something you want, we can bring it in, just for you?
As I mention this is the first of 5 surveys to try to drive attention to our store, I also designed some banners wiith promos and specials, contacted companies for B2B options, etc. Rewards card is in the schedule, as well as costumer appreciation day, as soon as weather permits..
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RESPONSES

  • Posted by ilan on 2/14/2009 at 11:16 AM Member
    So you did this research...what's next?
  • Posted on 2/14/2009 at 11:20 AM Author
    no, the survey is not out yet, I would like to have the forum's imput... on the survey and also overall project ideas/comments would be appreciate it.
  • Posted on 2/14/2009 at 9:38 PM Accepted
    I agree with the points made by tinker and I'd add some other things to consider:

    1. Typically demographic/psychographic questions and requests for follow-up come at the end of a survey.

    2. If budget permits, I'd consider doing a telephone survey. It sounds to me like you'd like to know why there's more traffic across the street and doing an in-person survey on the other side of the street may not be appropriate. So, I'd pull sample from a 1 mile radius around the 2 gas stations. Then when you call respondents, find out which gas station they visit most frequently and why.
  • Posted on 2/14/2009 at 9:55 PM Member
    Another quick thought that I left out. I was wondering why a Starbucks gift card? Why not offer a gift card for gas or given them a drink or $5 off coupon? Something that brings customers back to you instead of some other location.
  • Posted by Jay Hamilton-Roth on 2/15/2009 at 8:32 AM Member
    First, is your price for gas lower than the station across the street? That's likely to be the primary attraction, since for the most part, gas is gas (unless your gas has some special additive that's proven to increase engine life, etc.).

    Taking a survey of the people that visit you isn't likely to help your business much. These people are already your customers. What you want to know is what will make the people who go across the street visit you. Think guerrilla marketing - go to them for the survey.
  • Posted on 2/15/2009 at 12:13 PM Author
    Thanks for all your comments!
    Gas market has changed in the last couple of months, when 2 stations are so close (literally across the street) competitive price doesn't work because we always have the same price. I believe the difference would be customer service, pricing on everything else, but gas and variety of items, specially food. I know there is one thing we do not offer, that they do. Our station is 100% prepay, meaning you have to go inside and prepay for gas when it comes to cash. I know next door just opens the pumps and people then go inside and pay whatever amount they pumped. On the survey, I want to see if that makes a real difference, but I want to hear it from the people, instead of directly ask them.
    Yes I am thinking about guerrilla marketing. I will place a sign and maybe an employee, outside advertising the survey right in front of the other store. Also, the biggest state flea market is very close, so I will also have somebody there giving flyers advertising the survey. I am not very sure about phone, maybe mailing might be a little more effective, triying to bring people into the store to fill the survey.
    The idea of a free something is great, as well as the store coupon. I had the starbucks cards and wanted to get rid of them, but I can use them for employee's rewards instead.
    Here are the reformulated questions:

    We are committed to perfection. We want to offer you the best service possible and make you feel at “your gas station”
    Please let us know a little bit more about yourself.
    Name:___________________________________________
    Email:___________________________________________
    Address:_________________________________________
    Phone number: ___________________________________
    May we contact you for future promotions and/or specials?
    Sure!_____ No thanks _____
    How often do you come to our gas station?
    Every day___ Every week___ Once in a while___First time here ___
    How can we serve you better and make you come back? ______________________________________________________________________________________________________________
    Did you know that if we do not carry something you want, we can bring it in, just for you? Yes______ Really?, just for me?________, I would like ____________________________

    For future surveys I would like to focus on new products and/or services we could bring in, specially for slow days.

  • Posted on 2/15/2009 at 12:44 PM Author
    perfect! I agree 100%
  • Posted on 2/15/2009 at 4:56 PM Author
    Randall, you are totally right, we just started something similar with another service station, the senior community is huge, so we ofer full service in our down hours. It is too soon to say, but for sure people like it.
    Incorporating "under the hood" service should bring more business in...
    Thanks
  • Posted on 6/19/2009 at 1:30 PM Member
    Currently I work with over 250 Gas Stations with a bid to pick up an additional 300 locations all in one city. I'm curious as to what you have here and how I might help.

    alex@dopehouserecords.com
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